For the sixth year, Mimosa is the most chosen brand by the Portuguese, the company stated, citing the latest ‘Brand Footprint’ study by Kantar. This is a ranking that measures how often consumer brands are bought at the point of sale, how many households bought each brand and how many times they have done so for a year. Mimosa products have been removed from the shelves 34 million times and are present in 86.4% of national households, the study shows.
With over 40 years of history, Mimosa has pursued a process of valorization and continuous evolution towards innovation and response to the nutritional needs of the population. Mimosa is part of every family that chooses and recognizes its quality and importance at all special moments, contributing decisively and daily to its success.
The ‘Brand Footprint’ ranking shows that the brands that grew have increased their buyer base. “Strategies to reach new consumers are more successful than those that aim to increase consumer loyalty and frequency”, said Blandine Meyer, Kantar Worldpanel Portugal’s sales director. “In order to grow the brands must have the priority to find new buyers,” he added.
In a zero-sum market such as the FMCG in Portugal, it is crucial that brands continue to differentiate themselves and bet on strategies to win new consumers, which is the key driver for a positive performance “, said Marta Santos, the manufacturers sector director of Kantar.